The hair care category is competitive in every country on earth. It’s clear that consumers around the world deeply care about their hair and their concerns are reflected in the size of the market. According to Euromonitor International, global retail hair care sales were $72.3 billion in 2016. The top three countries, which accounted for more than one-third of global sales were:

US, $12.7 billion (17.5% share of the global market);

China, $7.3 billion (10.3%) and

Brazil, $5.8 billion (8.2%).

That’s good, but analysts say it will get even better for Latin America during the next few years in comparison to the rest of the world. Regional hair care sales are expected to increase 15.1% through 2020, which translates into a compound annual growth rate (CAGR) of 2.9%. That’s well ahead of projections for the global hair care market: 9.9% with a CAGR of 1.9%.

Brazil dominates the Latin American hair care markets in value terms with a 50.1 share. That’s nearly triple the share of No. 2 Mexico (14 share) and more than quadruple No. 3 Argentina (11 share). The mass market has mass appeal, as many of the same multinationals dominate no matter the country. For example, according to Euromonitor, Unilever, L’Oréal and Procter & Gamble rank 1, 2 and 3 in Brazil; P&G, Colgate-Palmolive and L’Oréal top the list in Mexico; and it’s Unilever, Procter & Gamble and L’Oréal in Argentina.

Market Characteristics
According to L’Oréal, Brazilians are unique, which is why the world’s biggest beauty company changed the way it works in Brazil, developing new formulas created specifically for Brazilian hair types which, is to say, represent ALL hair types! From São Paulo and Rio de Janeiro to Salvador and Brasilia, the consumer pays great attention to her hair and uses, on average, three different types of hair products every day.

Currently, there is great interest in cleansing conditioners, but consumers also seek sun protection, anti-aging properties, growth stimulation and quality fragrances, among other attributes, from their hair care products. At the same time, according to Mintel, more Brazilians prefer to leave their hair untreated.

Shampoos and conditioners continue to represent the major drivers owing to the innovations constantly presented. According to Mintel, between 2016 and 2020, both categories are expected to grow, on average, 6.4% a year. What do Brazilians want from their shampoos? Mintel ranks the top three demands as:

Brightness enhancer (34%),

Hydration (33%) and

Reduction in hair loss (32%).

Those with curly and wavy hair seek a reduction in split ends and frizz. Taking a look at conditioners, hydration and malleability are the primary attributes sought by consumers at 40% and 38%, respectively.

Follow the Leader
Unilever’s Seda, the leading brand in Brazil, just launched the Seda Boom line for curly hair. Seda Boom was born after requests from bloggers and consumers. The line includes tips about finishing techniques, including an index that helps to identify the different curly hair types (wavy, curly or kinky) and each subset.
According to the brand, Brazilians love their curly hair and are true experts in this subject. They learn from bloggers and exchange information with friends to create beautiful, well-groomed hair.

In launching Boom, Seda attended to one of the most popular consumer requests: combing creams in large, 1kg pots. Creams are available in three variants: definition, volume and growth.

Based on the concept that women love to share their beauty secrets, Unilever just launched novelties for Dove brand with the Nutritive Secrets line. The beauty rituals of women in Central America, Japan and India have been translated into three variants, combining the power of nutrition with natural ingredients related to the beauty practices performed in these places.

Dove Strengthening Ritual was inspired by Central American beauty rituals. Its formula combines avocado and calendula extract to promote healthy hair, as well as contributes to a reduction of hair loss. Dove Straight and Nutrition Ritual was inspired by Japanese beauty rituals, its formula contains lotus flower and rice water, which are said to provide softness, shine and frizz reduction.

Finally, Dove Repair Ritual gets its inspiration from India. Its formula was developed with coconut oil and turmeric to provide stronger and more resistant hair, according to Unilever.

L’Oréal has good prospects for its Fructis brand, taking into account the market movements and the Brazilian crisis scenario, which, as a result, there is less credit for consumers to use. In addition, the company is attentive to the concept of time, which has been changing rapidly in recent years. Consumers today live busy lives, many of them divde their days among work, study and family, and end up not spending as much time as they would like pampering themselves.

With this in mind, one of L’Oreal’s newest launches is Elseve Light Poo line, an innovative all-in-one product which is said to be capable of guaranteeing results that, until now, were only possible using multiple products. Elseve Light Poo washes, conditions and models the strands in a single step. The formula is sulfate-, petroleum- and paraben-free.

Brazil contains every hair type imaginable; but despite all of the variety, consumers still want the same things from their shampoos and conditioners; namely, ease of use, innovative ingredients, novel technology and an enjoyable sensory experience.

Daniela Ferreira is a marketing and communication professional in both consumer and B2B cosmetic markets. With a degree in social communication and postgraduate work in business administration, her expertise includes managing and launching products, communication planning, market studies and analysis, and identifying new business opportunities. She also has beauty blog (www.circulodabeleza.com.br), and is a makeup artist and image consultant.

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